Other specific Not For Profit digital opportunities
Another area of privilege is the special functionality afforded only to Not For Profits (for free) in You Tube. So many NFP You Tube Channels don’t take advantage of the call to action overlays, and are generally poorly set up and managed and delivering very low return on what can be a significant investment (video creation); even home-made videos cost, in terms of resource and time, so it’s worth promoting them properly.
Beyond Google freebies (I haven’t mentioned Google News but that’s partly because I’ve never managed to get on it….), there are some other obvious advantages NFPs have over their commercial counterparts. For starters, the spam laws. Whilst not all not for profits are exempt, registered charities ARE exempt from the Spam Act, and therefore you’d expect them to be gathering email addresses any which way but loose. It may be that, whilst a lot of them do strive (some very successfully) for opt ins, they are nervous about turning off members of the public anyway, and there may be some evidence to support that. Also, email addresses are not the holy grail they were, as user bases such as facebook likes come to be as important.
Content & social media marketing strategies that write themselves (almost)
But possibly the biggest advantage not for profits have in digital marketing is who they are. They represent a cause, and as such they are usually forgiven any use of digital or social media that promotes that cause; their followers are highly engaged and much more likely to share their content. Most of them also have a regular supply of highly compelling content – often based around that social media winner, the human story. You don’t realise how lucky they are until you go and write a social media or content strategy for a commercial brand, which can be hard work. A lot of the commercial brands I have worked on would give their right arms for the engagement & amplification opportunities not for profits enjoy by default.